Sustainable Sport Style

Umoja – for TSG Hoffenheim 2019

Why

TSG Hoffenheim founded the textile and lifestyle brand »umoja«. It aims to sustainably support the economic development of Uganda which still ranks among the worst developed countries in the world. What makes umoja special and unique: From cotton harvest to dyeing, from sewing to shipping, the entire value chain in Uganda is out fair and sustainable. The Umoja Tribe is geared for growth and intends to acquire B2C customers and new partners like clubs, companies and institutions for the development aid movement. The corporate brand strategy, the logo design and the name represent a collaboration project of TSG, the CSR-agency Wagner and MUTABOR.

How

The first umoja collection was completely produced in Uganda. 10 % of the pre-tax proceeds go back to the African country, especially to the cotton harvest areas and the development and education projects taking place there. But: A good will just isn’t enough: it shall not exclusively be the intention to act and consume sustainably that inspires people to invest in umoja products – it also has to be the delight in buying stylish sports clothes. Therefore, umoja needs to embody a cool and recent lifestyle brand which is taken seriously – without the »third world look«. Hence, we created a brand image that both the sportswear partners (sports clubs etc.) and the producers in Africa can be proud of. At the same time, the brand is to represent its origin: Uganda and its traditions.

What

Name as well as logo and corporate design were developed by us. The term »umoja« comes from the Ugandan national language Swahili, meaning unity. Both the word- and figurative mark convey this meaning: The figurative mark is of characteristic patterns from Adinkra, an African symbolic language. The first two letters build the logo which is evocative of an African mask. This contemporary image we helped create serves umoja’s goal to sustainably support the economy in Uganda.

The word mark is of characteristic patterns and symbols of African aphorisms. The first two letters are building the logo which is evocative of an African mask.

Wear Africa. Support Africa.

The entire value chain – from the extraction of raw materials to the finished product – is »Cotton Made in Africa« certified. This certification guarantees fair wages and safe working conditions. Together with our local friends and partners, we developed a collection that benefits everyone involved. It is also important to us that the communities benefit from our cooperation beyond the production process: That is why in addition 10% of the gross proceeds flow directly back to Uganda. There, we will implement tangible projects that contribute to the issues of education and sustainable development.

Wear Africa. Support Africa.

The entire value chain – from the extraction of raw materials to the finished product – is »Cotton Made in Africa« certified. This certification guarantees fair wages and safe working conditions. Together with our local friends and partners, we developed a collection that benefits everyone involved. It is also important to us that the communities benefit from our cooperation beyond the production process: That is why in addition 10% of the gross proceeds flow directly back to Uganda. There, we will implement tangible projects that contribute to the issues of education and sustainable development.

Join the Umoja Tribe.

Umoja is an open brand. Companies, clubs and organizations are invited to contribute to sustainable development in East Africa and to create their own image with Umoja.

Join the Umoja Tribe.

Umoja is an open brand. Companies, clubs and organizations are invited to contribute to sustainable development in East Africa and to create their own image with Umoja.

Skills

Brand strategy, Naming, Conception creation, Logo design

Credits

Brand strategy: Mutabor & Wagner CSR
Product design: Maloja